During these weeks, roleplaying enthusiasts are encouraged to take their favorite RPG rulebooks out with them and read them in public - on the bus, in the coffee shop, at lunch, at the park, or anywhere (as long as it isn't disruptive to work, school, church, or any other functions).What's the point?
The point is to make the roleplaying hobby more visible, to get it "out of the basement" and into public areas where more people can see it. This will make others more aware of the hobby - some may ask you what your book is about, giving you the opportunity to explain the hobby to them. A few of those may be interested enough to try it themselves. Former gamers may see what you're reading and think about the great times they used to have with roleplaying, and possibly even try it again.

Personally my wife and I have already made some plans to head down to our favourite local coffee shop so I can catch up on some of the games I've bought in the last year that I haven't had a chance to touch yet.